the ESSENCE #1

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cover picture: www.medwed-people.com

While the cognitive capacity is only slightly extensible, explodes the amount of information. Another challenge is the fact that a unique (product) -value which differs, is hard to find in a satura-ted market.

In this economy of attention advertising must be significantly more than a categorical suggestive. Because there have not only changed the media, but also the user behavior- especially in the digital environment.This requires extraordinary ideas and multisensory solutions such as Dynamic storytelling that adds not only the probability but also the quality of a new contact.

With the possibilities of viral networking one can achieve enor-mous media penetration, but more important is the relevance: Hence a brand must offer a holistic experience in order to suc-ceed. This can be identified through five essential characteri-stics: agility, authenticity, the ability to experience, individualiza-tion and sustainability.

Advertising only works when you evoke emotions and a personal benefit in a person.

ATTENTION......IS ONE OF THE MOST IMPORTANT COMMODITIES OF THE 21st CENTURY.

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COMPETENCIES// CONCEPTUAL ADVERTISING CONSULTING// BRANDING & CORPORATE DESIGN // CROSS MEDIA PUBLISHING // UI / UX-DESIGN // ILLUSTRATIONS

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MANFRED ZECHMANNSENIOR CREATIVE DIRECTORMore than 25 years of experience as an Art Director and Creative Director for international agency networks inclu-ding Ogilvy & Mather Worldwide, Thompson and RSCG in New York, Florence and Vienna. Co-founder at the high-tech startup Bull Connect Communication Technologies. Consultant for other startups like Red Cube Telecom AG and Philips Access Point Company. Member of the Board of Management at IT Layer (IT Software & Development Agency). Self-employed since 1991.

National and international creative awards: Effie, Cannes Lions International Advertising Festival, Cresta, Posters and Graphic Design Festival, NY Art Directors Club and London International Awards. Interviews and publications in magazi-nes (a.o.): Communication Arts, Lürzer‘s Archive and Novum.

Further references on page 19 >>>

BRAND DESIGNCREATE YOUR NETWORK is an exclusive face to face networking event series for decision-makers and leaders.

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BRAND DESIGNThe interior design company CREATIVE & CONSTRUCTION CONSULTING designs exceptional real estate worldwide.

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BRAND DESIGNHarald Psaridis is one of the most successful financial services professionals in Europe. Together with the well-known investment expert and author

Gerald Hörhan compact insider knowledge is conveyed in „the financial school“ (DIE FINANZSCHULE). Photography: Manfred Klimek, Berlin 06

BRAND DESIGNVisualization for the time-critical fantasy epic RUNA (Author: Tom Schopper. Published by Red Troll Ltd.).

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GRAPHIC DESIGN //EBOOK // BOOKI R I S S . H A F N E R i s a w e l l -known expert in online commu-nications and online develop-ment solutions. Her publication DIE KOMMUNIZIERTE „REA-LITÄT“ (How „Reality“ is Con-structed by the recognition and knowledge of the human beeing) in this scientific field is considered as a standard work.

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ILLUSTRATIONS //GRAPHIC DESIGN //APP // BOOK // EBOOKTHE ADVENTURES OF THE LITTLE SEAHORSE tell from the life of the l itt le seahorse Leopold, who cur iously ex-ploring his environment while exploring his own identity.

Author: Iris S. HafnerRecording Studios: Digital Art Records & 66 RecordsSpeaker: Romana Beer& Miriam GutierrezLanguages: German & English

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GAMES BRANDING // APP DESIGNQUIZKÖNIG (“Quiz King“) is a smart game that not only offers fun, but also provides a lasting learning effect.This APP has been developed for Facebook and later adapted for iOS and Android devices us ing nat ive development. The challenge (in addition to branding) was to graphically implement this extensive Quiz Game with all gimmicks such as jokers in a user-friendly UX / UI design for small displays. According to customer reviews it was succeeded effectively.

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ART DIRECTION //ILLUSTRATIONSTomstone‘s MASAKADO KATO is a very complex and deman-ding film adaption of a novel in which human actors are mer-ged with drawn figures. This unique type of display is called „Newpera“ and tells the story of a young Yakuza who emigrates to America.

Production: TomstoneStory: Mario Köppl

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GRAPHIC DESIGN //LOGO DESIGNWolfgang Brückner creates with STRUKTURFORSCHER (“structure researchers“) a com-pletely new approach in the in-terpretation of architecture and is an upcoming artist in the area of architecture photography.

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ART DIRECTION // MOVIENOSELAND is a humorous ode to the world of classical music and some of its most important artists. The movie with international stars like Sir Roger Moore, John Malkovich, Julian Rachlin, Aleksey Ingudesman and Sabina Hasanove is the winner of the “most enter-taining documentary“ and has been awarded at other major film fes-tivals in Cologne, Les Arcs, Miami, Moscow, New York and Trieste.

Film production: SL Film, Berlin Photography: Julia Wesely, Vienna

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BRAND DESIGN // WORLDWIDE CAMPAIGNAs one of the leading pharmaceutical companies world-w ide , MERCK, SHARP & DOHME i s a l so a spec ia l i s t i n arthritis therapy. This awareness campaign was very subtle and individually designed for each different type of arthri-t is and implemented in the context of the umbrel la brand.

Photography: Felicitas Matern & Renate Medwed, Vienna

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CORPORATE DESIGNSince 1906, the COLDWELL BANKER organization has been a premier provider of full-service residential and commercial real estate brokerage services and the oldest national real estate brand and franchisor in the United States. The company has a global network of more than 3,000 offices in 43 countries. For its new business divions an extensive corporate design was developed.

Agency: Markengold PR, Berlin

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ILLUSTRATIONS // CORPORATE DESIGNFor SEALOUNGE CRUISES, an exclusive yacht charter.

ILLUSTRATIONSFor PLAYBOY ENTERPRISES, INC. 16

LOGO DESIGN17

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ALLIANZAMERICAN EXPRESS

ASTELLAS-QUTENZASBUDWEISER

BUGATTICIBA GEIGY

COLDWELL BANKERCREATIVE & CONSTRUCTION CONSULTING

DIE FINANZSCHULEEUROPEAN COMMUNITY

FIATFORD

GÖSSERGUESS

HIPPHEART WATCHER AG

IT-LAYERIGM ROBOTIC SYSTEMS AG

IBMIKEA

JULIUS MEINLMERCK, SHARP & DOHME

MOULINEXMAKE-A-WISH-FOUNDATION

NOSELANDKARL LAGERFELD

LUFTHANSAMANNESMANN TELECOMMUNICATIONS AG

PHILIPS ACCESS POINT COMPANYPLAYBOY USRAIFFEISEN

RED CUBE TELECOM AGRED TROLL

SAMESCH PRIVATBANKSEAGRAM

SEALOUNGE CRUISESSHERATON

TELEKOM AUSTRIA AGTRANSDANUBIA LOGISTICS

UNILEVERTHE LEADERSHIP COMPANY

VOSSENWIENERWALD

ZENECA

insurance // for OGILVY & MATHER VIENNAcredit card // for OGILVY & MATHER NYpharmaceuticalsbrewer // for OGILVY & MATHER NYeyeware // for DE LAFONTpharmaceuticals // for WELLDONEreal estate brokerage services // for MARKENGOLD PRinterior designfinance schoolhumanitarian office // for DR. HOCHEGGER PRmotor vehicles // for DARCY MASIUS BENTON & BOWLESmotor vehicles // for OGILVY & MATHER NYbrewer // for DARCY MASIUS BENTON & BOWLESfashion // for OGILVY & MATHER NYbaby food // for WELLDONEmedical technology // for DARCY MASIUS BENTON & BOWLESinternational outsourcing & recruitingindustrial automation // for DR. HOCHEGGER PRbusiness consulting services // insurancefurniture & accessories // for OGILVY & MATHER VIENNAfood trade // for DE LAFONTpharmaceuticals

household electronics // for RSCG, JASCH & SCHRAMMngo // for ART CONSULTmovieeyeware // for DE LAFONTpenta hotels // for OGILVY & MATHER VIENNAtelecommunications // for GRILL.GULL.THOMPSONinteractive solutionsmagazinebanking services // for OGILVY & MATHER VIENNAtelecommunicationspublishing housebanking servicesspirits producersluxury yacht charterhotels & resorts // for DARCY MASIUS BENTON & BOWLEStelecommunications // for DR. HOCHEGGER PRtransport & logistics // for MEDIA SELLconsumer goods // for OGILVY & MATHER VIENNAacademy for sellers & sales managersterry products // for DE LAFONTrestaurants // for RSCG, JASCH & SCHRAMMpharmaceuticals // for WELLDONE

REFERENCES19

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